Linking Product Evaluations and Purchase Intention for Country-of-Origin Effects

Abstract

This paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for country-of-origin (COO) effects. This issue is addressed by specifying conceptual relationships among three criterion variables-consumer evaluations of product quality, perceived product value, and purchase intention in the context of COO effects. The results showed that COO information had a direct effect on overall product evaluation and an indirect effect (through product evaluation) on perceived product value, which in turn determined purchase intention. In addition, purchase intention was also directly affected by brand name and price factors, but not by COO. Moreover, it was also revealed that COO and brand name had a similar impact on overall product evaluation. On the whole, this study suggests that it may be premature to claim less significant importance and role of COO information in influencing purchase intentions or behaviors. Rather, the exact nature of COO effects for behavioral consequences might be much more complex than what has been assumed in most previous studies. The present investigation represents an initial effort in providing empirical evidence of how COO information may impact evaluative and behavioral variables differently in the consumer decision process. Managerial implications of this study are discussed.     

产品属性、市场属性在企业物流策略选择上的差异分析

企业的产品属性及市场属性是企业选择物流策略时需要考虑的重要因素。而成本与自主性是企业追求物流活动目标的两个重要考量因素。以我国淮海经济区制造企业为样本,进行问卷调查与分析,目的在于了解我国制造企业产品属性、市场属性这两种因素对成本与自主性这两项思维构面是否有显著差异。